Igniting Insights, Inspiration, and Innovation

As the sun rose over Bangkok, casting a golden hue across the bustling streets, I arrived at the Royal Orchid Sheraton Hotel for the Ignite ESOMAR Asia 2024 conference. The air was thick with anticipation, and the vibrant energy of the city seeped into the venue, setting the stage for what promised to be an extraordinary gathering of minds from across the globe.

After a day of pre-conference workshops, I somewhat nervously arrived at the event on the first day… knowing that our presentation was one of the first. I was greeted by so many friendly faces– a true testimony to a beautifully friendly Thai culture, reassuring me it will all be okay – “sabai sabai.” This instantly reminded me of East Africa, where in Swahili, we would say “sawa sawa,” don’t worry, it is all okay.

With over 260 passionate attendees from 35 diverse markets, the atmosphere buzzed with excitement. Old friends reunited and newcomers exchanged introductions. It was clear that this conference was not just another event, it was a melting pot, where innovation and inspiration would meet and spark. Following an extraordinary introduction to the Thai culture – including a dance! – it was time to learn more about the complementary roles of human intuition and artificial intelligence.

I soon felt myself immersed in sessions that challenged the industry. Many a session focused on the importance of retaining a critical mindset in research. Experts cautioned against an over-reliance on AI, warning that it could lead to "plasticky" insights devoid of depth and differentiation. Instead, they advocated for a blend of data-driven analysis and human insight – an approach that fosters richer understanding and connection with consumers.

The exploration of experience and emotional engagement also took centre stage. During a presentation by Human8, we learned about the "bittersweet smile" concept used in Colgate's marketing strategy. This nuanced emotional insight, gained through a conversational approach to research, showed how brands could forge deeper connections with their audiences by tapping into the complexities of human emotion. Partnering with Haleon, our presentation highlighted Sensory Bot, as a highly specialized form of Conversational AI, which gives us access to the lived product moment, helping product designers to step closer to a holistic understanding of the total product experience journey.

As the conference progressed, discussions turned to the innovation cycle and how generative AI is revolutionizing it. The ability to synthesize consumer data rapidly has transformed ideation processes, allowing teams to collaborate more effectively than ever before. Global companies such as Reckitt, revealed a multi-year investment in data curation as a case study in using AI for both efficiency and creativity – a true testament to how forward-thinking companies are reshaping their strategies – and importantly, resetting client expectations in the world of research.

Cultural contextualization emerged as another vital theme. Nestlé’s revitalization of Maggi in India highlighted how aligning marketing strategies with shifts in family dynamics can lead to success. L’Oreal’s innovative approach combined conversational research with gamified activities to engage men in discussions about male makeup - a bold move that exemplified how understanding cultural nuances can unlock new consumer segments.

As I mingled during breaks, I felt a collective sense of energy around an industry that is rapidly changing – in a good way! The closing moments of the conference arrived too quickly but left us inspired. The Ignite ESOMAR Asia 2024 conference had not just been an event; it has been a call to action to embrace the synergy between human intuition and AI-driven insights.

And so, as I bid farewell to Bangkok, with the sun setting far too early, I cannot help but feel that we are leaving with more than newly gained knowledge. We are carrying a spark – one that is bound to illuminate our path as we leverage the best of AI to ultimately add the human touch that breathes life into data, drives innovation, and thrives on inspiration.

If you enjoyed reading about Ansie's visit to Bangkok and the innovations happening in the space of AI, you might be interested in the updates on December's edition of the NOVA Partnership Initiative Newsletter.